After completing a short pilot program that delivered detailed feedback about one of their key products, Trella Health’s team quickly requested additional interviews to support different parts of their organization. They’ve been thrilled with the results, which include improved sales coaching, the ability to objectively validate strategic assumptions, increased cross-functional engagement, and a growing company culture that’s centered around the voice of their customers.

Starting with a small win-loss program—and then quickly expanding

Heading into their three-month pilot with Clozd in mid-2024, Trella Health’s product team was laser-focused on finding out why, despite all the work they’d put into their CRM—one of their core products—their win rate was so low.

“We acquired our CRM three years ago and thought we were hitting a home run,” said Ellen Knowles, senior product marketing manager at Trella Health. “It was integrated. It was all-in-one. We dedicated lots of development and work to it, but we didn’t see the amount of success we thought we would. So we finally decided that we needed to invest in win-loss analysis and find out exactly what was going on.”

Though their initial focus was narrow, Trella’s program quickly expanded as word of the results spread throughout their organization. Ellen—who had created a dedicated win-loss team comprising managers from each department—made it a point to share win-loss insights during her weekly meetings, and it wasn’t long before she was getting requests from others asking how they could also utilize the Clozd data.

“People immediately loved the interviews and quickly asked me if we could expand our program to include our data analytics tool—so we did,” Ellen said.

Sometimes when there's a substantial project—especially something new, like win-loss analysis is for Trella Health—it's easy to take the first few steps and then lose momentum before you're able to see any real value. 

That's not the way it is with Clozd. 

“Our implementation process was great,” Ellen said. “We’ve had weekly touchpoints, and they kept us on track with our timeline and the documentation we needed to get through—the interview guide, who we wanted to target, what levels of automation we wanted to set up, how we’re segmenting. Clozd’s team has been instrumental in helping me keep the ball rolling, because sometimes getting these big projects off the ground and set up properly can be a really heavy lift, and I can see how some people struggle. But with Clozd it was really easy.”

At the end of three months, extending their contract and making plans to partner with Clozd long-term was a no-brainer.

“We just very quickly snowballed into adding more and more users,” Ellen said. “I shared our win-loss data across the company in different meetings, and people couldn’t get enough. So they budgeted for it. I’ve already been getting people asking if we can double the number of interviews we signed up for—and I have to tell them that we’ll need to ask finance for more spending! It’s been really great.”

Using win-loss insights to improve sales coaching

Though their initial interest in win-loss analysis centered on their CRM and win rate, Trella’s team quickly identified other use cases. 

One of those was specific to their sales team.

“I’ve recently had to onboard two reps on my team, and I basically have them live in Gong and in Clozd,” said Connor Armstrong, Trella’s director of sales. “That way they can watch the call where we closed the deal, and then they can go into Clozd and hear it from the customer’s perspective. I didn’t even realize when we started with Clozd how helpful it would be during onboarding.”

During the pilot, it became evident that Clozd’s platform wasn’t just useful in theory—it was also powerful in practice. Connor emphasized how Clozd’s solution complements the tools his sales team already uses every day and helps paint a complete picture of their sales process. 

One example is how he’s used win-loss insights to coach his team around competitive deals.

“Clozd’s ability to break out interviews by competitor has been my favorite feature so far,” Connor said. “My reps will come to me and say, ‘Hey, I just did a discovery call and they’re using [our top competitor]. What are some things that I should talk about or highlight during the demo?’ I can go into Clozd’s platform and easily find those insights.”

The Clozd Platform, however, is not just for leadership teams. 

Chris Calamia, who joined Trella Health nearly a year ago as an account executive (his first AE role after years as an SDR), uses insights from Clozd to refine his approach.

“Being new to sales, it’s really helpful to understand what you’re doing right and also where you can improve,” he said. “I’ve been very lucky to get helpful feedback from closed-won and closed-lost deals around whether or not they were comfortable during the sales cycle, or if my approach is effective and resonated with them.”

Win-loss feedback has also been instrumental in helping Trella’s team identify win-back opportunities. 

Chris talks about the “deals that keep you up at night”—where you feel like you gave 110% and didn’t do anything wrong, but the client still goes radio silent. Clozd was able to interview several of those clients for Trella, and a few of them opened up about how even though the timing wasn’t quite right, they were still wanting to implement Trella’s solution in the not-so-distant future. 

“It turns out that they were still interested—but they just didn’t tell me that,” Chris said. “So now I can move forward with knowledge I wouldn’t have otherwise had, knowing that these people really are still interested—just 3–6 months down the road. That’s been really helpful for me.”

Without direct buyer feedback, Chris would be resigned to fill in his CRM with a vague (and often subjective) reason he lost the opportunity. 

“I wouldn’t have much color to paint with,” he said. “With Clozd, now we have the customer’s actual words—not just the Gong recordings from our meetings and my own biased perspective. I have testimony from the customers that Clozd interviews to equip myself and my BDRs to go after that deal in three months, because that’s what they said.”

Generating buzz throughout the entire organization

Win-loss analysis from Clozd has delivered in-depth insights that were previously inaccessible for Trella’s team.

And it wasn’t because they weren’t trying. Ellen’s team had attempted to do their own win-loss analysis, but they found that working with an objective third party led to stronger results.  

“We’d done win-loss internally, but we’re limited with the biased data we’re capturing ourselves,” Ellen said. “We wanted to validate our assumptions on why we’re winning and losing, and then also capture and understand some other reasons that we may not know about.”

Working with Clozd, Trella’s team is enjoying a consistent flow of objective insights—minus the hassle of trying to pry it out of their buyers themselves.

“Sometimes they just don’t want to tell you or respond to your email,” Ellen said. “Or if they do tell us and say, ‘Yeah it’s just timing,’ sometimes that’s just an easy excuse for them and the actual reason was pricing, and we’re able to find that out through their Clozd interview. Whatever it is, we’re then able to dig in deeper because they’re more willing to open up to someone like Clozd.”

Ellen explained that they’ve gotten really good overall feedback about their sales team and sales process. She also said that they’re also uncovering areas where they need to improve, such as providing better support to new customers.

That type of feedback is often the most valuable, because it provides specific data on where teams throughout their organization need to direct their efforts.

“What we are finding is that in some of our closed-won deals—where you’d think that they’d have nothing but great things to say—they’ve told Clozd that they had a smooth sales process and they see the value, but they’re struggling in the implementation or training. Some of these things we assume or think we already know, but it’s validating to get an objective perspective, so we can bubble this up and prioritize it more within our organization so we can improve.”

The result is a growing company culture that’s centered around the voice of their customers.

“It’s influenced the full lifecycle and every department of our GTM team, product team, training and implementation, marketing, sales, support,” Ellen said. “It’s influencing all of that, and everyone is engaged internally. It’s been really helpful.”

Get to know: Trella Health

Founded in 2015 and headquartered in Atlanta, Trella Health provides a healthcare-specific CRM and data analytics for 30,000+ users across the country—including 18 of the top 20 home health agencies; 19 of the top 20 hospice providers; 10 of the top 20 skilled nursing facilities; and top-performing health systems, home and durable medical equipment (HME/DME), and infusion organizations.